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We proposed that women would be more likely to be motivated to become a better person by comparing themselves to a better other whereas men would be more likely to be inspired by comparison to a better possible self. In Study 1, conducted with 150 participants in the United States,
the results demonstrated that female participants who were asked to think about another person who was physically fit were more likely to make healthy food choices when grocery shopping than were those who were asked to think about themselves as someone who was physically fit. Conversely,
male participants were more likely to choose healthy food options when shopping after they had been asked to think about a better possible self rather than a better other. In Study 2, conducted with 172 participants in South Korea, we replicated the findings from Study 1 in relation to the
goal of speaking fluent English. Our findings suggest that when there is a fit between self-construal orientation and type of comparison standard, individuals are more likely to be motivated to pursue their goals.

We investigated how love versus lust influences an individual's self-control behavior. We anticipated that individuals primed with love would show a higher degree of self-control than those primed with lust. In Experiment 1 (N = 236 participants), we examined how a hypothetical
choice between a healthy and an unhealthy food was influenced by priming with love or lust, and found that participants were more likely to prefer a healthy option when primed with love than when primed with lust. In Experiment 2 (N = 94 participants), we examined our hypothesis with
the actual consumption of an unhealthy food, and found that people consumed more of an unhealthy food when primed with lust. Our findings not only contribute to the understanding of love and lust but also broaden the horizons of research on variables that influence self-control.

We investigated the combined effect on consumers of the perceptual fluency of price discounts and the two promotional cues of discount duration and frequency. We proposed that consumers' initial responses to price discounts would be maintained or modified depending on the processing
fluency of discount information. Results from 2 experiments showed that when a promotional cue implied a short discount duration or low discount frequency and the discount information was difficult to process, participants perceived the duration as longer or the frequency as higher, and they
evaluated the product less favorably if the discount information was difficult to process compared to if it was easy to process. On the contrary, when a cue implied a long discount duration or a high discount frequency, participants perceived the duration as shorter or the frequency as lower
and evaluated the product more favorably if the discount information was difficult to process compared to if it was easy to process. We show conditions in which processing disfluency can be beneficial.

We conducted 2 studies to investigate whether or not benign envy prompts risk taking, suggesting that, compared to malicious envy, benign envy would motivate individuals to improve themselves and to be less sensitive to potential losses in risk taking. In Study 1 (N = 111), we
found that individuals who experienced benign, as opposed to malicious, envy were more likely to engage in risk taking, even when the risky behavior was not directly related to the envy-eliciting situation. In Study 2 (N = 57), we replicated in a different domain this risk-taking tendency
of benignly envious individuals, examined the process by which benign envy increases risk taking, and demonstrated that individuals who feel benign, compared to malicious, envy perceive less threat in risk taking. Our findings suggest that benign envy can lead to risk taking and self-improving
behavior, owing to the motivation to improve oneself.